gartner customer strategies & technologies summit 2013 · 4 gartner customer strategies &...

• Social and Mobile CRM

• Single View of the Customer

• “Big Data” and Customer Analytics

• Differentiated Customer Experiences

• The Future of CRM

EARLY-BIRD SAVINGS Register by 5 April 2013 and save €300

Gartner Customer Strategies & Technologies Summit 20135 – 6 JuneLancaster London Hotel, London, UKgartner.com/eu/crm

HOT TOPICS

2 Gartner Customer Strategies & Technologies Summit 2013

The ways in which customers wish to engage with an organization are evolving. New channels, elevated expectations and a shift in power are forcing organizations to rethink how they manage customer relationships. Organizations must work hard to understand their customers via a single holistic view, stimulate engagement through appropriate communications and continually deliver rewarding and differentiated experiences. Sounds simple in theory, but the reality is complex and many organizations struggle to:

• Develop CRM initiatives that pay equal attention to vision, strategy, customer experience, organizational collaboration, processes, information, metrics and technology.

• Obtain a single-view of the customer that encompasses all aspects of their relationships from a bewildering multitude of data sources.

• Maximize the potential of social, mobile and online channels, whilst ensuring cross channel consistency

• Increase customer satisfaction, loyalty and advocacy when IT budgets are under increasing pressure.

• Evaluate and select the right providers for their unique business requirements.

The Gartner Customer Strategies & Technologies Summit will provide both IT and Business professionals with the insight and inspiration they need to address these challenges and more. With specifi c tracks for those interested in Sales, Marketing, Customer Service and Customer Experience as well as one dedicated to those who are new to the world of CRM, the summit will help attendees to shape a leading-edge vision and strategy for CRM across their organizations that will earn customers for life.

Understand. Engage. Deliver: Earning Customers for Life

Shane O’RourkeProgram Director, Gartner Events

Jim DaviesConference Chair, Gartner

2 Event Introduction

3 Why Attend

4 Tracks

5 Meet the Analysts

6 Agenda at a Glance

7 Keynotes

8 Tracks A, B, C, D and E: Sessions

13 Maximize Your Summit Experience

14 Solution Showcase

15 How to Register

TABLE OF CONTENTS

Visit gartner.com/eu/crm or call +44 20 8879 2430 3

Attending for the fi rst time?• Learn how to establish a vision and strategy for CRM, what to do fi rst and how to

deliver value to your organization.

• Understand how to manage the inevitable organizational and cultural changes that will come as you develop new ways for managing your customers.

• Focus on how new digital channels such as social and mobile can be integrated as part of a multichannel approach.

• Discover how the complex market for CRM applications will evolve. Meet with some of the leading providers.

• Improve your business processes, customer experience and customer insight.

• Obtain best practices for achieving a true “single view of the customer” and learn how “big data” is dramatically infl uencing organizational strategy.

• Network with Gartner analysts, your peers and guest speakers to exchange ideas and best practices.

Why Return?The world of business and technology never stays still. And neither does this event. This year’s Summit will enable experienced CRM practitioners to:

• Discover brand new Gartner Research never presented before on topics including: the impact of big data on sales, marketing and customer service; how social, mobile and video are revolutionizing customer processes; best practices for improving the customer experience, and CRM mega-vendor analysis and negotiation best practices.

• Get deep insight into the future of CRM and how organizations will have to adapt to this future.

• Explore disruptive trends such as social, mobile and cloud that will reshape the way organizations manage customer relationships.

• Understand the deep impact of “Big Data” and learn how advances in analytics will reward fast adopters by helping them to be smarter about how they use their data.

• Delve into the non-technological aspects of CRM, the people and process issues that often cause CRM projects to stumble.

Understand. Engage. Deliver: Earning Customers for LifeWHO SHOULD ATTEND?This event is designed for:

• Chief Customer Offi cers

• CIOs, Technology Strategists, IT Managers

• Heads of Customer Experience

• Heads of Customer Strategy

• Heads of Customer Intelligence

• Chief Marketing Offi cers, VPs of Marketing, Marketing Managers

• VPs of Sales, Sales Managers

• VPs of Customer Service

• Customer Service Managers

• Contact Center Managers

• CRM Project Managers

• Business Analysts

With dedicated tracks focusing on Sales, Marketing, Customer Service and Customer Experience, this is Europe’s most important gathering of business and IT professionals who are involved in customer focused initiatives.


TRACKS

A CRM FoundationsIn order to understand, engage, and deliver to customers, an organization needs to have both a plan, and the pieces in place to bring it all together. In this track we look at the pieces that are necessary for all types of organization, including developing a strategy, understanding the role of data and analytics, the infl uence of social and mobile, and the impact CRM has on an organization and its employees.

B SalesThe sales organization’s objective is to exceed revenue targets. Leading sales organizations combine people, process and technology to optimize sales performance and stay ahead of the competition. Recently, the external forces of mobile, social, cloud and big data all have all emerged as key technology enablers for sales leaders. This track takes a close look at how these external forces, along with a clear focus on improving the skill set and competency of the sales force, is changing management’s approach to sales enablement and boosting performance.

C MarketingMarketing drives innovation and competitive differentiation through improved customer engagement. As organizations exploit social and mobile in more pragmatic ways, interest becomes renewed in event-triggered and inbound marketing techniques that leverage big data. This track focuses on how CMOs and marketing executives can balance innovation while adopting an integrated approach to marketing that will be key to success.

D Customer ServiceThe goal of customer service is in transition. The quality of customer service delivery directly impacts brand and profi tability, as well as holding the potential to contribute to sales and marketing efforts. This track will examine how organizations can transform customer service into a strategic business asset at a time when interaction channels are splintering. We will explore the next generation of the customer service contact center and highlight the role of social media, analytics, and mobile devices.

E Customer ExperienceIt is diffi cult to achieve an elevated and consistent experience across all communication channels. Social, mobile and even video are complicating how customers engage with each other and the organization. Once aligned however, this effort can provide competitive differentiation that is hard to replicate. Acting upon the voice of the customer, self-service and the digital user experience are key to success. This track helps delegates plan for, build and improve the customer experience, with the goal of creating lifelong customer relationships.

V Virtual Tracks: Mobile, Social, Data, Analytics and moreThis year’s Summit tackles the major topics that are “top of mind” for CRM professionals. Each of the above tracks will address the same broad topic areas — Analytics, Data, Mobile, People and Processes, Social, Strategy and Innovation and Web. In addition, each track will also include a case study. This matrix structure will allow delegates to either follow a role-based or topic-based agenda through the course of the event.

Workshops, Contract Negotiation Clinics, and Roundtable SessionsIn this track, delegates will contribute to a series of practical and interactive workshops, clinics and roundtable sessions, sharing best practices and networking with peers, Gartner analysts and winners of the Gartner and 1to1 Media CRM Excellence Awards.

THE GARTNER AND 1to1 MEDIA CRM EXCELLENCE AWARDS 2013The Gartner and 1to1 Media CRM Excellence Awards highlights world-class customer strategy and CRM initiatives and shares their successes, challenges and insights.

Join us on the opening morning of the event to recognise the winners and attend a series of roundtables with those winners to understand how they have achieved excellence and to hear their best practices.

Awards will be presented in six categories:

• Customer Experience Excellence

• Customer Service Optimization

• Integrated Marketing Performance

• Sales Force Effectiveness

• Social and Mobile Engagement

• Customer Analytics

Foundations Sales Marketing Customer Service

Customer Experience

Mobile ✓ ✓ ✓ ✓ ✓

Social ✓ ✓ ✓ ✓ ✓

Web ✓ ✓ ✓ ✓ ✓

Analytics ✓ ✓ ✓ ✓ ✓

Strategy ✓ ✓ ✓ ✓ ✓

Data ✓ ✓ ✓ ✓ ✓

Workshop ✓ ✓ ✓ ✓ ✓

Case Study ✓ ✓ ✓ ✓ ✓


MEET THE ANALYSTS

Gene AlvarezResearch VP

E-commerce; Social Commerce; Mobile Commerce; CRM Strategy and Vision; Confi gure, Price and Quote

Alexa BonaVP, Distinguished Analyst

Trends in Software Licensing, Pricing and Maintenance impacting CRM Costs; SaaS and Cloud Contracting for CRM; Negotiating with Salesforce.com, Microsoft, Oracle and SAP

Kim CollinsResearch VP, CRM

Integrated Marketing Management; Marketing Resource Management; Marketing Performance Management

Jim DaviesResearch Director

Voice of the Customer; Enterprise Feedback Management; Contact Center Workforce Optimization; Customer Experience Management; Customer Service Contact Center

Gareth HerschelResearch Director

Customer Segmentation; Predictive Analytics; Text Mining; Real-Time Recommendations; 360 Degree View of Customer; CRM Metrics and Performance Management

Partha IyengarVP, Distinguished Analyst

Customer Experience Approaches; CIO Roles in Customer Experience; Customer Experience in a Globalized World

Johan JacobsResearch Director

Web Self Service; Web Customer Service; Collaborative Browsing; eMail Response Management; Virtual Assistants; Knowledge Base for Self Service; WCS/eService Vendors; Multi-Channel Contact Center; Customer Interaction Hub

Nick JonesVP, Distinguished Analyst

Mobile/wireless Technology; Platform and Device Trends; Mobile Application Development; Mobile Strategy (both employee-facing and consumer-facing)

Michael MaozVP, Distinguished Analyst

Customer Service Strategies; Customer Service CRM Multi-Channel Applications; SaaS/On Demand CRM Applications; Social Networking; CRM Strategies; eCustomer and Mobile CRM

Scott NelsonManaging VP

CRM Strategy; CRM Visioning; Social Media Strategy and CRM; CRM and Broader Application Strategy

Bill O’KaneResearch Director

Master Data Management; Customer Data Integration; Single View of the Customer; Information Governance

Adam SarnerResearch Director

Marketing Automation: Includes Multi-Channel Campaign Management, Marketing Resource Management, Enterprise Marketing Management, Loyalty Management, Lead Management, E-Marketing, and Social CRM/Online Relationships

Ed ThompsonVP, Distinguished Analyst

Customer Experience Management; CRM Strategy and Implementation; CRM Deployments in Europe; CRM Vendors; Feedback Management

Praveen SengarPrincipal Research Analyst

Confi gure Price and Quote; E-commerce B2B and B2C; Mobile and Social Commerce; E-commerce on Cloud; CRM Deployment in Asia Pacifi c

Patrick StakenasResearch Director

Sales Performance Management; Incentive Compensation; Sales Process; Sales Analytics; Sales Effectiveness; Mobile Sales

Jenny SussinSenior Research Analyst

Social for CRM; Social Media Strategies; Social Networking; Peer-to-Peer Customer Communities

Gartner analysts draw on the real-life challenges and solutions experienced by clients from 12,400 distinct organizations worldwide.


WEDNESDAY 5 JUNE07:30 – 20:00 Registration, Information and Refreshments

08:00 – 08:45 Tutorial: 90 Seconds or Bust: Sponsor Snapshot Michael Maoz

09:00 – 09:10 Summit Chair Welcome Jim Davies

09:10 – 10:15 Gartner Keynote: Understand, Engage, Deliver: Earning Customers for Life Gene Alvarez, Jim Davies and Ed Thompson

10:15 – 11:00 Refreshment Break in the Solution Showcase

11:00 – 11:30 Panel Discussion Moderated by Jim Davies and Ed Thompson

11:30 – 11:45 Presentation of the Gartner and 1to1 Media CRM Excellence Awards

11:45 – 12:45 Guest Keynote: Concrete Customer Connection in a Complex, Fast-Changing World Professor Eddie Obeng, Author, Innovator, Educator

12:45 – 14:00 Lunch in the Solution Showcase

A CRM Foundations B Sales C Marketing D Customer

Service E Customer Experience

Interactive Sessions

14:00 – 15:00 Establishing a Vision and Strategy Scott Nelson

Mobile, Social, Cloud, and Big Data Power the Future of SalesPatrick Stakenas

Applying Pace Layers to Integrated Marketing ManagementKim Collins

The Next Generation of Customer EngagementMichael Maoz

Customer Experience is the Next Competitive FrontierPartha Iyengar and Ed Thompson

14:00 – 15:45Workshop: Contract Negotiation Clinic: Software as a ServiceModerated by Alexa Bona15:15 – 15:45 Solution Provider

SessionSolution Provider Session

Solution Provider Session




16:15 – 17:15 Embrace Organizational, Cultural and Technological ChangeScott Nelson

Sales Effectiveness Analytics Helps Optimize the Customer Facing Selling ProcessPraveen Sengar

Contextual Marketing on a 2" ScreenAdam Sarner

Move Over Web, Here Comes Video Customer ServiceJohan Jacobs

Best Practices for Negotiating with Microsoft, Oracle, Salesforce.com and SAPAlexa Bona

16:15 – 18:00Workshop: Assessing the Customer Experience Maturity of Your OrganizationModerated by Partha Iyengar

17:30 – 18:00 To the Point: Customer Analytics 2020: Moving Beyond Traditional MetricsGareth Herschel

To the Point: Supercharging the Sales Organization with Sales Performance ManagementPatrick Stakenas

To the Point: The Future of Marketing is Data-DrivenKim Collins

To the Point: Is Mobile Customer Service Right For You?Johan Jacobs

To the Point: Top 10 Mistakes in User Experience (UX) Design ProjectsGene Alvarez

18:00 – 20:00 Networking Reception in the Solution Showcase

THURSDAY 6 JUNE08:00 – 16:15 Registration, Information and Refreshments

08:00 – 09:00 Turning Mobile Innovation into Business ValueNick Jones

Move Lead Management from Good to Great to Maximize RevenuePatrick Stakenas

Multi-Channel Campaign Management: A Digital TransformationAdam Sarner

Getting it Done: Social Customer Service in ActionJenny Sussin

Voice of the Customer: Speech is the Voice of the HeartJim Davies

08:30 – 10:15Workshop: Catharsis, Compromise and Collaboration: Bridging the Divide Between Marketing and ITModerated by Kim Collins

09:15 – 10:15 End-User Case Study End-User Case Study End-User Case Study End-User Case Study End-User Case Study


10:45 – 11:45 The Clash of the CRM Mega-VendorsEd Thompson

Social for Sales Day Is ComingJenny Sussin

Optimizing Marketing PerformanceKim Collins

What’s the Big Deal with Big Data for Customer Service?Gareth Herschel and Michael Maoz

Why Do My Customers Hate My App?Nick Jones

11:00 – 12:30Workshop: Why Are Customers Not Using Your Online Self Services?Moderated by Johan Jacobs

12:00 – 12:30 Solution Provider Session





12:30 – 13:30 Lunch in the Solution Showcase

13:30 – 14:30 The Single View of the Customer: Fact or Fantasy?Bill O’Kane

A Vision for Ecommerce — and the Trends That Will Shape Your StrategyGene Alvarez

What’s Next for Social Marketing?Adam Sarner

Customer Service Metrics: What, Why and HowGareth Herschel

Creating a Customer Experience Centric Organization and Skill SetPartha Iyengar

13:30 – 15:00Workshop: Impact of Gamifi cation on SalesModerated by Patrick Stakenas

14:45 – 15:15 To the Point: How Different Could Your Organization be in 2020?Scott Nelson

To the Point: Empowering Sales People With Mobile Sales Applications Anytime, AnywhereGene Alvarez

To the Point: Web Analytics: Its Expanding Scope and Signifi canceGareth Herschel

To the Point: Optimizing the Contact Center Workforce: The Key Service Experience Infl uencersJim Davies

To the Point: Real Use of Social to Improve the Customer ExperienceJenny Sussin


15:45 – 16:30 Closing Guest Keynote

16:30 – 16:45 Closing Remarks Jim Davies

16:45 Conference Close Assigned categories for each session are included in the descriptions on the following pages

AGENDA AT A GLANCE

At the Summit, please refer to the agenda in the event guide provided, for the

most up to date session and location information

Agenda correct as of 8 February 2013


KEYNOTES

To help you navigate the summit agenda, we’ve identifi ed track sessions that match your experience level and information needs. Specifi c categories include:

MATURITY LEVEL

Foundational: If you are at the early stages of your initiative, or are a newcomer to this space, these sessions will give you the necessary understanding and fi rst steps.

Advanced: If you are an advanced practitioner, these sessions are designed to take your initiative, or understanding, to the next level.

FOCUS

Tactical: Sessions providing tactical information that can be used straight away, with a focus on “how to”, dos and don’ts, and best practices.

Strategic: Sessions focusing on the strategic insight supporting the development and implementation of your action plan.

PERSPECTIVE

Business: Sessions geared toward business leaders, or IT professionals who need to understand the challenges and opportunities from a business, organizational, or cultural perspective.

Technology: Sessions that address technical concepts, details, and analysis.

AGENDA GUIDANCE

Gartner Keynote: Understand, Engage, Deliver: Earning Customers for Life

Empowered customers with elevated expectations are stimulating new ways for organizations to compete and build lasting profi table relationships. Organizations

want to know how to capitalize on this shift and reduce the inherent growing complexity whilst still leveraging past customer relationship management investments. This keynote will discuss:

• How to build customer relationships that last and create value for the customer and the organization

• How to use a growing supply of data to understand customers better

• How to better engage customers at the right time and with the right messages.

• How to pull it all together to deliver great customer experiences that benefi t the customer and the organization.

Gene Alvarez, Jim Davies and Ed Thompson

Guest Keynote: Concrete Customer Connection in a Complex, Fast-Changing World

In his keynote presentation, Professor Eddie Obeng will introduce the challenge of developing and sustaining valuable customer relationships in a complex, competitive and fast-changing world. He will address three themes:

• Generating a deep understanding — from incidence to causality — getting into the customer’s skin

• Creating relationships which are dynamic and interdependent

• Transforming your organization to deliver the opportunity

Using his world-famous “World After Midnight” model, Professor Obeng’s passionate and humorous presentation will explain how to move from possibilities to opportunities.

Professor Eddie Obeng, Author, Innovator, Educator


TRACK A: CRM Foundations

Establishing a Vision and Strategy The fi rst two buildings blocks of the Gartner Eight Building Blocks of CRM are vision and strategy. Sounds nice, but most fi rms don’t really know what that means. In this session, we look at what a vision and strategy for being customer-centric really means, and how to go about setting both in place to guide your CRM decision making. • What is a vision and strategy for CRM,

and why is it important? • Why is it diffi cult to develop a vision and

strategy?• What should fi rms do going forward to

put a vision in place?

Scott Nelson

Virtual Track SI

Embrace Organizational, Cultural and Technological ChangeCRM is not about installing a piece of software. It is about changing from a product-centric company to a customer-centric customer. As such, organizations need to understand the non-technology changes that are going to occur. Here we look at the organizational and cultural changes that organizations will have to deal with, even as they change the technology basis for dealing with customers. • What role does culture play in successful

CRM? • How do organizational issues help or

hinder CRM? • How does a fi rm manage the change that

CRM brings to it?

Scott Nelson

Virtual Track PP

To the Point: Customer Analytics 2020: Moving Beyond Traditional MetricsThe possibilities of customer analysis will change dramatically over the next few years as the potential of big data infl uences organizational strategies and customer expectations. This session examines the future of customer analytics and outlines the current best practices:• How will advanced analysis improve

customer metrics?• What benefi ts can be gained from the

use of analysis to enhance customer experiences and relationships?

• What best practices do organizations need to put in place to be ready for big data and the future of analysis?

Gareth Herschel

Virtual Track A

Turning Mobile Innovation Into Business Value This session explores the new consumer-facing business opportunities that will emerge as today’s mobile apps and websites evolve into advanced contextual interactions involving multiple devices, multichannel applications and new user experiences, and exploit new technologies such as Near Field Communications (NFC) and indoor location.• Which mobile technology and market

trends will impact customer relationships and customer-facing applications?

• How will corporations make the most effective use of mobility to interact with customers?

Nick Jones

Virtual Track M

The Clash of the CRM Mega-VendorsThe CRM mega vendors may dominate investment but they lack best of breed capabilities in over 30 of the 120 categories of CRM application Gartner tracks including social and mobile. This session will help you to compare CRM application mega-vendors and their smaller competitors.• How will the market for CRM applications

evolve through 2015?• Which long-term uncertainties and cloud-

limitations will have the biggest impact on CRM application software through 2017?

• Which CRM application mega-vendors will emerge as best for your enterprise in 2015?

Ed Thompson

Virtual Track S

The Single View of the Customer: Fact or Fantasy?Everyone talks about a single view of the customer, but the reality is that they have multiple, inconsistent silos. This session discusses how to implement master data management (MDM) to improve business processes, customer experience and insight, and how to optimize the use of big data sources.

• What are the best practices for mastering customer data across the enterprise?

• How will the MDM of customer data market evolve in the future?

• What are the new “single view of the customer” challenges and opportunities around topics like “big data”?

Bill O’Kane

Virtual Track D

To the Point: How Different Could Your Organization be in 2020? A problem for many organizations is that they just start to adapt to one trend (like social) when another hits (like mobile). It’s better to envision a future state for an organization, and then fi gure out how to get to it. Here we examine what your organization might look like in 2020, and how to navigate the changes. • How to make a real change in your vision

rather than just incremental change• What can be learned from other customer

centric industries? • What are some of the leading

organizations thinking when they say “customer centric”?

Scott Nelson

Virtual Track W

Foundational Advanced Tactical Strategic Business Technology

Workshop: Contract Negotiation Clinic: Software as a Service This is a small, hands-on interactive session that will deliver a powerful combination of Gartner insight and peer best practices to position you well for your next contract negotiation or renegotiation with your SaaS providers. We will explore hidden costs and opportunities/risks within SaaS agreements, and explore what can be negotiated and how.• What are trends in SaaS contracting?• What are the hidden costs in SaaS

contracts, and how can you ensure your organization avoids them?

• What are key opportunities and risks of SaaS agreements?

Please note that this session is available to end-users only and that pre-registration is required. Strictly limited to 30 people.

Moderator: Alexa Bona


TRACK B: Sales

Mobile, Social, Cloud, and Big Data Power the Future of SalesSales organizations are facing a number of simultaneous disruptive forces threatening to make current deployments of limited use. This presentation will explore the combined impact of mobile, social, cloud, and big data on SFA applications and vendors.• How will Mobile, Social, Cloud, and

Big Data invalidate your current sales strategies through 2016?

• How will sales organizations adapt their applications strategy to leverage disruptive technology forces?

• How will CRM Sales vendors evolve to support Mobile, Social, Cloud, and Big Data?

Patrick Stakenas

Virtual Track SI

Sales Effectiveness Analytics Helps Optimize the Customer Facing Selling ProcessAs organizations look to grow and move from products to solutions, targeting new buying centers in a competitive environment, traditional sales approaches fail to deliver. This session will outline the vision for sales, how to move beyond effi ciency, sales analytics requirements and best practices to drive sales effectiveness.• Key challenges with sales and

understanding sales effi ciency and effectiveness

• The Gartner Sales Automation framework and associated analytics requirements

• Best practices to drive sales effectiveness

Praveen Sengar

Virtual Track A

To the Point: Supercharging the Sales Organization with Sales Performance ManagementThis session examines how sales performance management (SPM) can help organizations to exceed revenue and profi tability goals. Executing on an SPM strategy involves diffi cult changes to company culture and the sales organization along with the technology IT deploys. • What business and technology drivers will

push sales organizations to execute on an SPM strategy?

• How do sales organizations align operational and analytical processes to measure sales performance?

• What best practices can be used during the selection and use of an SPM solution?

Patrick Stakenas

Virtual Track PP

Move Lead Management from Good to Great to Maximize RevenueEvery organization invests in lead generation, but relatively few are able to maximize the revenue potential of those leads. This session will discuss the best practices, tools and technologies required to maximize lead management ROI.• What best practices, tools, and

technologies are needed to maximize lead management ROI?

• How should digital marketing activities in web, social, or email marketing align with established marketing channels?

• How can Sales, Marketing, and IT Management develop a shared vision and strategy around lead management?

Patrick Stakenas

Virtual Track D

Social for Sales Day Is ComingThis session examines the realities and myths of how social media is impacting the sales organization. We highlight what best practices sales organizations are employing to get ahead of the game and explore both the short and long term impact of social CRM. • Why should sales people care about

social media?• What does social for sales look like?• Who is actually investing in social for

sales?

Jenny Sussin

Virtual Track S

A Vision for Ecommerce — and the Trends That Will Shape Your StrategySuccessful companies are redefi ning their e-commerce processes and platforms as they respond to the empowered customer, but this is simply the fi rst wave of change. This session identifi es:

• Which key trends that will infl uence where e-commerce is going in the future?

• How will customer experience transform B2B and B2C commerce?

• What needs to be done to prepare for the future of e-commerce?

Gene Alvarez

Virtual Track W

To the Point: Empowering Sales People With Mobile Sales Applications Anytime, AnywhereSmartphones and tablet-powered processes will have the most signifi cant impact on a salesperson’s productivity and effectiveness since the introduction of the cell phone. This presentation analyzes how sales organizations can better mobilize their salesforce.• How will the adoption of mobile-based

platforms evolve for sales organizations through 2016?

• How will mobility impact CRM sales application strategy?

• What are the technology, architectural and vendor considerations when developing a mobile-based sales strategy?

Gene Alvarez

Virtual Track M

Virtual Tracks: A Analytics D Data M Mobile PP People and Processes S Social SI Strategy and Innovation W Web

Workshop: Impact of Gamifi cation on SalesCompanies are fl ocking to programs to motivate, reward and recognize through new methods that don’t always involve compensation. This workshop will explore how gamifi cation is being used to change behavior and drive improved results on what are often non-revenue-related accomplishments. This workshop is a “must do” for sales leaders and sales operations to learn how to adopt gamifi cation, and deploy best practices to increase revenue and heighten the customer experience.


Moderated by Patrick Stakenas


TRACK C: Marketing


Applying Pace Layers to Integrated Marketing ManagementCMOs must drive competitive differentiation and innovation, while CIOs are focused on standards and functional integration. There are various applications that support different types of marketing processes. This presentation explores how pace layers can be used by CMOs and CIOs as a framework to balance the marketing applications portfolio.• What challenges do CMOs face today? • What is the pace layer framework, and

how to apply it to managing marketing applications?

• How to select technologies and vendors for integrated marketing management

Kim Collins

Virtual Track SI

Contextual Marketing on a 2” ScreenMobile adoption has exploded and marketers have increased opportunities to meaningfully engage with customers. Marketers will need the specifi c context of mobile devices to craft creative and engaging digital marketing experiences. This presentation will focus on best practices and emerging applications marketers can use for developing their mobile marketing strategy.• Why should marketers focus on a mobile

marketing strategy?• What are the best practices for mobile

marketing?• What does the technology landscape look

like for mobile marketing?

Adam Sarner

Virtual Track M

To the Point: The Future of Marketing is Data-DrivenBig data is fundamentally changing the nature of marketing. This session presents the Gartner model of the four practices comprising data-driven marketing (DDM), and key drivers and impediments to adoption. Learn how data can make marketing more effective and accountable, and how IT and business can align to resolve issues of privacy and scale.• How can organizations use data to inform

marketing strategy?

• How can data be used to drive operations and accountability?

• How is the DDM ecosystem evolving, and how can enterprises best engage?

Kim Collins

Virtual Track D

Multi-Channel Campaign Management: A Digital Transformation Marketers are shifting traditional marketing strategies and moving toward digital marketing, a two-way approach that involves and anticipates both B2B and B2C customers’ wants and needs. This session focuses on a digital approach, including social, mobile and the “Internet of Things” using campaign management to orchestrate the complexity of customer interactions.• What are the drivers fuelling campaign

management?• How will digital marketing reinforce

campaign management?• How will vendors evolve to support

campaign management orchestration?

Adam Sarner

Virtual Track PP

Optimizing Marketing PerformanceThe marketing mix continues to expand, but marketing budgets remain tight. High-performance B2B and B2C marketing organizations will have to decrease marketing costs while driving top-line growth. This presentation provides guidance on how to increase return on marketing investment (ROMI).• How do you improve the top line and

drive increased revenue from marketing? • How do you manage the bottom line

for marketing and decrease marketing program costs?

• How do you manage marketing performance and calculate ROMI?

Kim Collins

Virtual Track A

What’s Next for Social Marketing?Social marketing is a business strategy that mutually benefi ts digital communities by ceding levels of control and fostering engagement, while generating opportunities for marketing and the rest of the

organization. This presentation focuses on the drivers, the multiple use cases and technology for social marketing.• What is social CRM and what are

the drivers for the customer and for marketers?

• What are the developing use cases for social marketing?

• How will vendors evolve to support social marketing?

Adam Sarner

Virtual Track S

To the Point: Web Analytics: Its Expanding Scope and Signifi cance The Web analytics ecosystem is expanding beyond simple site analysis to address social and mobile channels, measure campaign attribution and defi ne customer segments. This session examines new techniques, solutions and ways to hire and organize a digital analytics team for better effectiveness. • Why is analytics an important part of

digital marketing? • How is the web analytics market evolving

to meet new requirements?• What are the best practices for building

an effective web analytics team?

Gareth Herschel

Virtual Track W

Workshop: Catharsis, Compromise and Collaboration: Bridging the Divide Between Marketing and ITMarketing and IT are often at odds with each other when it comes to leveraging technology to support marketing. Through interactive discussion and workgroups, this workshop will explore the challenges each group faces when working with the other, how they can better compromise and what strategies and tactics will enable them to better collaborate. This workshop is a must attend for attendees in both marketing and IT looking to work together more effectively.


Moderated by Kim Collins


TRACK D: Customer Service

The Next Generation of Customer EngagementThe shift to social media channels is proving a disruptive force for Directors of Customer Support. Cloud-based applications and supporting the mobile customer makes co-operation with IT vital. This session looks at transformational customer support processes, presenting the top CRM customer support applications for a customer-centric enterprise:• What trends will disrupt the way business

delivers customer service? • How will customer service organizations

prioritize CRM projects?• Which cloud-based technologies will drive

best-in-class customer service?

Michael Maoz

Virtual Track SI

Move Over Web, Here Comes Video Customer ServiceWith the increasing power of cameras and the greater availability of bandwidth, companies are getting into the business of enabling more video-type services, not only for Web-linked devices but also for the mobile phone. This session describes how to augment existing Web-based services with video.• What types of video-based services are

available and in demand? • Where and how will video be able to

enhance and complement existing Web customer services approaches?

• What are the best practices when planning video customer services?

Johan Jacobs

Virtual Track W

To the Point: Is Mobile Customer Service Right For You? Mobile is no longer an adjective to describe only cellular handsets and networks, but is evolving into a customer service differentiator. The mobile customer service market remains confused and complex as organizations struggle to cope with large numbers of new devices, services and applications.• Which mobile trends will impact customer

relationships and customer-facing applications?

• How will organizations use mobile technology, services and tools to interact with customers?

• What does a business case for mobile customer service look like?

Johan Jacobs

Virtual Track M

Getting it Done: Social Customer Service In ActionThis session discusses how to maximize the potential of social customer service by moving from the identifi cation of business objectives to the creation of tactics. We examine the best practices that Gartner has seen in social customer service that are intimate, effi cient and realistically scalable.• What makes social customer service

unique?• What business objectives are actually being

met through social customer service?• How can we practically achieve social

customer service objectives?

Jenny Sussin

Virtual Track S

What’s the Big Deal with Big Data for Customer Service? The growing volume, variety and velocity of data will change customer expectations about the role of customer service and the way organizations deliver service. This session examines the transformation that big data will enable for customer service organizations, giving examples of the organizations, skills and technologies that will deliver success.• What does big data mean for customer

service organizations?• What does a big data-enabled customer

support organization look like?• How to manage the transition to the

customer service center of the future?

Gareth Herschel and Michael Maoz

Virtual Track D

Customer Service Metrics: What, Why and HowThe automation of customer service has allowed organizations to track almost every aspect of the customer experience, but the focus on reducing the cost to serve customers has meant that most analysis focuses on only a few metrics. This session will discuss the relative value of different customer service metrics and how organizations are collecting and using them.

• What are the key customer service metrics organizations should be tracking and why?

• What are best practices for collecting and using customer service metrics?

Gareth Herschel

Virtual Track A

To the Point: Optimizing the Contact Center Workforce: The Key Service Experience Infl uencersFor many organizations, success or failure lies in the hands of their least-motivated, lowest-paid and most-likely-to-defect segment of employees — the agent. By optimizing the agent life cycle — recruitment, scheduling, evaluation and training — service organizations can improve their performance and elevate the customer experience.• What is contact center WFO and why is it

important? • How can best practices be applied to

the agent life cycle — recruit, schedule, evaluate, train?

• Which vendors can help, and how do they align to CRM?

Jim Davies

Virtual Track PP

Workshop: Why Are Customers Not Using Your Online Self Services?Many organizations invested huge resources in building out self service websites but wonder why customers are not using it. This workshop will explain why customers are not using your self service solutions, expose the missing link of what you should fi x and give you the tools to measure the Customer Service-Ability of your self service websites. Participants will discuss:• Why are customers not using your Web

Self Service solutions?• What does “In-Channel Support”

mean?• How to evaluate your web for Customer

Service-Ability?


Moderated by Johan Jacobs

Virtual Tracks: A Analytics D Data M Mobile PP People and Processes S Social SI Strategy and Innovation W Web


TRACK E: Customer Experience


Customer Experience is the Next Competitive Frontier At leading enterprises, a relentless focus on the customer and delivery of satisfying customer experiences is generating remarkable customer loyalty, revenue growth and increased valuations. Deriving these benefi ts requires a customer-centric approach that focuses on a customer experience (CX) value chain. This session discusses:• What is a customer experience, and how

is its improvement measured? • Which projects will deliver the most

positive customer experiences? • Which technologies are best for helping to

improve the customer experience?

Partha Iyengar and Ed Thompson

Virtual Track SI

Best Practices for Negotiating with Microsoft, Oracle, Salesforce.com and SAPFour companies dominate the world of IT CRM software, and the challenges of negotiating pricing and contracts with them are formidable. This presentation addresses the challenges of negotiating with the big four and advises on how to orchestrate a successful contract.• What are key trends that affect software

licensing and pricing? • What are the key areas of leverage with,

Microsoft, Oracle, Salesforce.com and SAP?

• What are the key terms and conditions to negotiate with Microsoft, Oracle, Salesforce.com, and SAP?

Alexa Bona

Virtual Track D

To the Point: Top 10 Mistakes in User Experience (UX) Design ProjectsEvery UX project experiences mistakes. Some mistakes are small, narrow-scope, surmountable annoyances. Others can prove fatal to the success of the project. For example, choosing a promising-but-immature technology may be a mistake, but the real error is to make the selection decision at the start of the project, before the requirements are known.

• What are the top 10 mistakes in UX projects, and why are they wrong?

• What are best practices for managing risk in UX projects?

• How can these best practices be applied to enterprise settings?

Gene Alvarez

Virtual Track W

Voice of the Customer: Speech is the Voice of the HeartCustomer feedback varies from the completion of a corporate survey to a throw-away comment on Twitter. Each has merit. The ability to collect, analyze and act upon these diverse feedback channels in a holistic way is a key challenge for organizations that are aiming to improve the customer experience.• What is voice of the customer (VoC) and

where to start? • How can organizations best leverage

the direct, indirect and inferred customer voices?

• Which vendors will best help collect, analyze and act on the VoC?

Jim Davies

Virtual Track A

Why Do My Customers Hate My App?Every app store is a social network and the success of apps depends on how others rate them. This session examines what makes people love or hate apps, and what organizations should do to get better ratings.• What mobile app behaviors do customers

love or hate?• How should organizations design mobile

apps to maximize customer satisfaction?

Nick Jones

Virtual Track M

Creating a Customer Experience Centric Organization and Skill SetThis presentation discusses the strategy, organization and key skills needed to achieve customer experience excellence. Key amongst these are the skills needed to defi ne and deploy a customer experience value chain to replace the traditional Michael

Porter-defi ned “functional value chain” that most enterprises have today.• How are organizations creating a strategy

for improving the customer experience? • Who leads a customer experience

initiative? • What does the organizational structure

look like?

Partha Iyengar

Virtual Track PP

To the Point: Real Use of Social to Improve the Customer ExperienceThe use of social media to improve the customer experience has evolved rapidly over the last four years. Some organizations treat social as a channel; others as a completely new business model. This session looks at some of the real successes and what can be learned from them.• What did the social media space look like

in 2007 and what will it look like in 2017? • Who has made a serious investment in

using social to improve the customer experience?

• What technologies can help support the social component of your customer experience strategy?

Jenny Sussin

Virtual Track S

Workshop: Assessing the Customer Experience Maturity of Your OrganizationCompanies are fl ocking to programs to motivate, reward and recognize through new methods that don’t always involve compensation. This workshop will explore how gamifi cation is being used to change behavior and drive improved results on what are often non-revenue-related accomplishments. This workshop is a “must do” for sales leaders and sales operations to learn how to adopt gamifi cation, and deploy best practices to increase revenue and heighten the customer experience.


Moderated by Partha Iyengar


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As market leader in enterprise application software, SAP helps companies of all sizes and industries run better. From back offi ce to boardroom, warehouse to storefront, desktop to mobile device — SAP empowers people and organizations to work together more effi ciently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 197,000 customers (includes customers from the acquisition of SuccessFactors) to operate profi tably, adapt continuously, and grow sustainably.

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HP collaborates with enterprises to deliver high-value solutions that create a competitive edge and enhance the customer experience. We help businesses simplify and embrace the extraordinary set of disruptive technologies they face today — cloud, mobility, analytics and social — with innovative solutions to turns the promise of CRM into real opportunity.

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Gartner Customer Strategies & Technologies Summit 20135 – 6 June

London, UK

gartner.com/eu/crm

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WhAT’S NEW IN 2013

YOuR EvENT REmINdERS

• Take a more futuristic view of how CRM technologies will impact your Sales, Marketing and Customer Service initiatives — both from a B2B and B2C perspective

• Explore how effective CRM programs can reduce costs and increase profitability in an uncertain economy

• Understand how the customer experience is becoming the next competitive frontier and identify the projects that will deliver the most positive customer experience

• Understand how the “nexus of technologies” — Social, Mobile, Data and Cloud — bring new challenges and new opportunities for CRM

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